More impressions result in better action intent on Facebook

Anne Freer | November 9, 2020

Mobile Advertising

More impressions on Facebook correlate with better action intent and advertising recall rates.

That’s according to an analysis of 2,439 campaigns by the social network.

The study aimed to get a better idea of optimal frequency and the impact of quality on ad effectiveness.

Although more impressions results in higher actions, these tend to level out at a certain point at which brands receive less benefit from reaching the same person over and again.

Good creatives make a big difference though. While bad creatives tend to plateau much sooner.

The study also noted that testing creative and optimising it are a key factor in boosting quality.

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